GCMMF launched “Janmay”range of edible oils in Gujarat today. This initiative from Amul is to provide remunerative price to edible oilseeds growers of Gujarat.

Amul’s has been eyeing vegetable oil market since a long time. In 2010 it went in talks with Anand regional oilseeds growers Union Ltd (ARCOGUL). ARCOGUL survived even those times when most of other oilseed cooperatives in the country died a natural death. AMUl took control of ARCOGUL in 2010 and used its village level centers to distribute its products. . Amul also appointed a marketing veteran from mineral water industry as a CEO of ARCOGUL.

In 2013, Arcogul, part of the National Dairy Development Board, launched its own brand of refined edible oils and chili powder. The oils were under the brand name of Rashmi and Suhana .

Amul has launched Janmaya in five variants namely farm fresh cotton seed, soyabean, sunflower, mustard and groundnut oil. These oils will be available in 1 liter pouch, 5 Kgs Jars and 15 Kgs tins. Janmaya means newly born or fresh as told by Sh R S Sodhi, MD Amul.

In 2020, Amul’s decision to launch vegetable oil is important from the perspective of supporting oilseed growers from Banas, North Gujarat and South Gujarat. Amul has attained highest level of trust amongst the Indian consumers.

Vegetable oil industry is also struggling with adulteration and spurious quality. Cheap imported vegetable oils are easily available in Indian markets. Imported oils share in Indian market is around 65%. Fresh farm oils have a 25 % market share.These cheap imports have made local vegetable oil industry unsustainable.